The total investment is nearly 5 billion yuan, excluding the fixed investment of the stadium of 2.6 billion yuan, the broadcasting right of the event of 65.438+0 billion yuan (3 years) and the bid qualification of the event of 65.438+0.10 billion yuan (8 years). That is to say, the annual hosting cost of F65.438+0 is about 700 million in the eight years from 2004. With regard to the high bidding cost, I checked a lot of relevant information and analyzed it, because there are too many cities in the world that request to bid for F 1, including the United States (two cities in the United States won the bid in 2004), Suzuka in Asia, Sepang in Malaysia, Bahrain including Thailand and South Korea, and Asia has become the most important development region and market for F 1, and the bidding cities in Europe, America and Latin America are fiercely competitive. Shanghai can surpass F 1 and organize the evaluation that "Morocco Station is the most important stop of F 1, and Shanghai has obviously become the first", and the starting point, venue and expectations are very high. Although I personally think that the development of F 1 in China is a concrete example of the serious social stratification in China, after the "pure business" of F 1, Shanghai can win a place in this first consumption movement, which will undoubtedly promote Shanghai's economy. In my personal opinion, it's no big deal to recover the cost or profit within eight years, and it's just around the corner that F 1 will drive the consumption potential of the whole rich class in Shanghai or China. Except for the weekly F 1, other activities can be held in the parking lot. Although the market and profit are not as good as F 1, it is believed that the domestic automobile industry can make great achievements by holding exhibitions and auto shows according to the existing resources.
"Internationalization" with China characteristics;
Seeing F 1 in Shanghai, both the organizer and Shanghai tried to realize the wish of "everything is close to internationalization", so when we arrived at Jiading Circuit, we found that the signs, publicity materials and tickets on the roadside, parking lot, stadium guide card and racing car were all in English, only a little in Chinese, but we could easily find the specific location. Mobile franchise stores around the stadium, F 1 monopoly, food and display, are all international brands. In addition to the advertisement that China Petrochemical spent 80 million yuan to win the naming right for three years, there are also two unremarkable advertisements of domestic brands such as CCTV, and almost no other domestic brands can be seen, which reflects the "threshold" of F 1 internationalization, as well as the advertisements of Japanese brands such as Panasonic and Toyota on the field. In order to advertise in the venue during the F 1 competition, it is necessary to pass the certification of F 1 organization, and the cost of any sponsorship and advertising will reach hundreds of thousands of dollars, which does not meet the short-term needs of domestic enterprises. Therefore, domestic enterprises do not have this strength for the time being, but from 2005, about 6-7 domestic enterprises will enter the F 1 threshold, except telecommunications, I believe. In the stadium, auto predators such as Mercedes-Benz and BMW showed off, Asahi Beer, Mizuno sportswear and Panasonic digital cameras all set up their own tents and counters. KFC and Pizza Hut, from cars to food, the products of foreign-funded enterprises wrap F 1 Shanghai Station tightly. Outside the Shanghai International Circuit, it is more like a "carnival" where vendors gather, and there are few enterprises in China. The lunch box is provided by the Japanese, which is ridiculously expensive. A box of 30 yuan tastes terrible. The cheapest mineral water is 10 yuan. Eating KFC is several times more expensive than usual, and it takes more than an hour to queue up. Eating is a big problem.
However, domestic habits are far from "internationalization", and there are two feelings in the stands: foreign brands and large enterprises are in the majority, and the audience composition is roughly the same. On the far right side of the H stand, the Japanese audience occupied a large position and played the sun flag. Fans from Sweden, Norway ... and European countries also played their national flags. However, the corporate logo is the most in the stadium. Fans are temporarily organized by enterprises. Below our stands is the "555" team. They unified their costumes and raised flags. Barton of the "555" team won the second place and waved to them by slowing down for a week. Most fans in the stands belong to different companies, such as Mercedes-Benz, Castrol, Shell, Marlboro, Seven Stars, Toyota and so on. They all send cool guys and beautiful women to the stage, and their specific functions are basically the same as those of advertisements. F 1 booth is a big show, and business is more than entertainment.
Internationalization is internationalization. Externality is more important than reality. Audience habits are obviously different. Not many people know the meaning of F 1 and the competition. Almost all domestic audiences are actually watching from the stands, and even the drivers are not sure who is in the lead. It is not clear who is in front of Ferrari's two red cars, let alone other teams and drivers. Anyway, foreign fans will understand a thing or two by applauding. There are four Swedish fans next to me. Female fans are about 40 years old, and they use bags for food or garbage. Her boyfriend pulled open the pull ring of the can, and the woman immediately opened her pocket naturally and let him throw it in. Similarly, several Dalian fans on the other side left plastic bags, cans, convenient Lamian Noodles and other rubbish under their seats after watching the game, which was a mess. This kind of "internationalization" is still oral, after all, it is too different from national conditions and habits.
What can F 1 bring to Shanghai?
After reading F 1, I still think it's worth it. However, in my personal opinion, there are obvious advantages and disadvantages. I have the following views on this first1.5,000-person giant "trade show" held in China:
1, F 1, F 1 landed in China for the first time, and the process was very difficult. When Zhuhai International Circuit was built, it was repeatedly said that it would actively bid for F 1, but due to geographical factors, hardware, attention and other factors, the input-output ratio was out of proportion. Shenyang old industrial base once wanted to build F 1, and the initial investment was led by the government. It spent a lot of money and made a lot of planning, including budget planning. However, due to exultation, I couldn't afford to hold the competition and repair the venue, and it ended without results. It seems that the leaders of Shenyang want to get "political achievements" from F 1, and it is wishful thinking to be ruined in front of the market. On the contrary, the Shanghai government is much wiser. F 1 The parking lot is built in Jiading, 30 kilometers away from the urban area, and the stadium is built on a barren beach, which effectively utilizes resources and improves the infrastructure and commercial status around Jiading District. Completely market-oriented operation, the government did not invest a penny. As for some netizens who questioned the government's policy inclination in publicity, media and guidance, I have reason to believe that this reflects the good service of modern administration and is very successful as a backup guarantee for business. This is analyzed below.
2. About the attitude of Shanghai government to F 1. The three-day F 1 Competition attracted about 40,000 foreigners, nearly 100 large foreign companies participated, 260,000 people poured into Shanghai at the same time, 80,000 rooms were definitely empty, and the price doubled. A large number of domestic fans have entered Shanghai (even if this is mainly an investigation), and F 1 and its related enterprise expenses in Shanghai have been released. They regard Shanghai as the most important development area and do gold business in Xintiandi and downtown. From this perspective, the government's behavior is based on "service", which is in place and should be strengthened. The organizer of F 1 Shanghai enterprises did not make money from the direct income of box office and advertising in the first year, but made great contributions to the indirect economy of Shanghai as a whole. Therefore, in addition to providing high-quality service guarantee, the Shanghai Municipal Government should also take preferential measures in taxation and policies to compensate the organizers. Of course, if the organizer successfully operates in eight years, its contribution to Shanghai will be even greater, so the government should be profitable and risk-free, which will greatly enhance Shanghai's "internationalization" process and image.
3. According to my personal opinion, although the organizers of Shanghai enterprises in F 1 did not make any money from it, the initial infrastructure investment was 2.6 billion, and other investments totaled1* * 500 million, which is expected to be recovered within eight years. The cost of venue organization and performance is also very large. This year's box office is 300 million, and the direct income such as titles and advertisements will not exceed 450 million. However, since this is the first investment period, in fact, it is not too hard to imagine making money in China: at F 1, the annual salary of Ferrari team Schumacher is 30 million US dollars, and the advertising income exceeds 80 million US dollars (Fortune magazine, Schumacher surpassed Woods to rank first in sports), so his annual income is 65.438 billion RMB. The annual operating cost of a team needs more than 654.38 billion euros, even the lowest Sauber team needs more than 30 million dollars every year, and the advertising and sponsorship in the event reaches billions of dollars. The personal assets of the person in charge of F 1 exceed 4 billion euros (ranking first in the British wealth list), and the smallest billboard needs 65,438+in a sub-station of F 1. The exclusive products of F 1 and the products entering F 1 site are sky-high. Flags, signs, fans' stickers, car decorations and team souvenirs all enter the website for commercial activities. A Ferrari exclusive sun hat 400 yuan, a T-shirt 600 yuan, a marked ordinary pen 100 Yuan, just for the Shanghai car. The market is very broad.
4. The right to host the Shanghai Games is too expensive, which deserves reflection. According to the latest data published by the British magazine F 1 Business, Shanghai spends as much as $30 million each year to buy the right to host the games, but Bahrain, like Shanghai, paid only $0/80,000 for hosting F/KLOC-0 for the first time this year. For the other two events held in Asia, the right to host Suzuka Station in Japan is only 9.5 million US dollars, and Sepang Station in Malaysia is 6.5438+0.5 million US dollars, both lower than Shanghai. The cost of hosting F 1 events in Europe and America is only about100,000 US dollars, and some events do not even need to purchase the right to host, such as Monaco Station and Monza Station in Italy. "However, because there are many competing cities in F 1, the current market situation is different from that in previous years, so it is unreasonable to compare the data in different years. However, it is worth pointing out that the Shanghai organizers are eager to achieve success in the negotiation of venue advertising rights, income and broadcasting fees, which has indeed lost a lot of benefits. The share of advertising fees and other income in Shanghai is very small, which is the same as that of domestic enterprises investing in foreign operations. They lack a comprehensive understanding of the commercial operation and market capacity of F 1, as well as the negotiation rules, protection rules and barriers of F 1. Acting in accordance with domestic rules, the lack of long-term business planning and preliminary in-depth market exploration, publicity is still in the stage of eye-catching and low-level hype, and there is no targeted pre-training and brewing for the developed wealthy class in China, which overestimates the foreign fans and consumption power. According to the concept of F 1 "Business is the soul of F 1", the organizers of Shanghai F 1 need to have a real sense of F 1 business, so as to create the potential huge market of F 1 in China.
F 1 Moral Criticism in China
F 1 has always belonged to the entertainment class of the rich in China. Earlier, a Dalian boss and his son visited an F 1 racecourse in England, and his son proposed to drive an F 1 chariot. The owner of the parking lot is blunt: I want to drive, and it costs $30,000 a lap! Dalian people rushed to do a check and opened it! Under the guidance of his tutor, his son has really improved. Here, there are challenges and self-esteem, but there is no peace and equality.
The average ticket price is more than 2000 yuan. The stands are divided into diamond area, platinum area and Golden Zone ... The price ranges from 365,438+000-3,700 yuan (three-day package), and the stands are generally around 2,000-2,500 yuan. So far, the black market ticket price of the stands has been fired to 20 thousand yuan/piece. Traffic control is implemented around the racecourse, and the number of nearly 10,000 parking spaces is limited, and parking permits have been sold out. Parking passes are sold at a sky-high price of 3000 yuan each. Join China Petrochemical Regal Club. The price of the first day of the trial is 20,000 yuan, that of two days is 22,000 yuan, and that of three days is 29,000 yuan. You can enjoy champagne, luxurious western food and VIP rest ... In China, although there are many Shanghainese watching F 1, to say the least, it is not mainly Shanghainese. Most people who watch F 1 may not need to spend money. More than 70% of the tickets have been arranged by large enterprises. Now that foreigners know the public relations strategy in China, F 1 has become the best opportunity to "reciprocate". In the stadium, there are many dignitaries from Beijing, Shanghai, Tianjin, Suzhou, Guangzhou, Chengdu and Hangzhou ... In Shanghai, the successful carnival of the rich is eye-catching, and the 4-and 5-star hotels are full, and the house price is twice as high as usual.
Behind the undeniable huge business opportunities of F 1, China has no so-called "civilian characteristics" and has become the only standard of F 1 based entirely on money and wealth. This provides an "opportunity" for the localization of multinational enterprise groups entering the China market. How to communicate with officials, how to adopt "public relations" with China characteristics, and even provide a corrupt twin behavior to support Shanghai's consumption. With the huge roar of F 1, several China fans who really spent money to watch the game in person became real suckers. They are the foil and lace.
Nowadays, the most expensive sport in the world has come together with the largest developing country with per capita poverty. F 1 Just like the differentiation, differences and characteristics of social strata in China after the reform and opening up-"Let some people play first"!
Racing car F 1 roared past the Shanghai International Circuit, which cost 2.6 billion yuan. Excluding the 654.38+million spectators from all over the world and many dignitaries, how strong is the "radiation power" of F 1 Shanghai Station?
A taxi driver commented on F 1:
"F 1 is greater than F4." Although he doesn't know what's so great about F 1, he knows that F 1 was built with a lot of money, and it can't be worse. Whether F 1 is great or not is not to be said for the time being, but F 1 has left a strong impression in Shanghai, which is enough for us to say for several days. F 1 The Chinese seal branded on the most expensive sport in the world can make many people more proud.
The Shanghai International Circuit, which cost 2.6 billion yuan, has been a grand festival stage for the past three days. There are 20 top racing cars, more than 654.38+million people from all over the world, and a large number of politicians and celebrities. Such a spectacular sight is rare even in an international metropolis like Shanghai. However, in the scene of crowing and dancing and galloping on the battlefield, we will never forget the original intention of holding F 1 in Shanghai, that is, to show Shanghai's international image, to better develop the economy of Shanghai and even China, to promote the development of motor racing in China and to promote the development of China's automobile industry. So, can F 1 Shanghai Station really do it?
Tourists bring 450 million dollars to Shanghai.
As soon as the competition was over, the reporter called an authoritative person involved in official business (the interviewee asked for anonymity). The official told reporters that according to the existing statistics, there are about 50,000 overseas tourists coming to Shanghai this time because of F/KLOC-0, while the original estimate is only about 30,000. Tourists stay in Shanghai for an average of three days. The total cost of hotel accommodation, transportation, catering, tickets and business in Shanghai is about 400 million US dollars, which is quite a huge figure, while the related income at F 1 Malaysia Station is between 260-300 million US dollars. The official explained that, of course, the number of tourists we received was about twice that of Malaysia Station.
The official also told the reporter that during the F 1 Shanghai Station Competition, 120 of the world's top 500 enterprises held various promotional activities in Shanghai, or took tickets for Shanghai Station as entertainment gifts, and Shanghai's influence and attraction to large enterprises and companies continued to expand. Officials also said that Jiading, which is building a Shanghai automobile center, will further improve the facilities of the automobile city because of the F 1 competition, which will also be very beneficial to the development of Shanghai's automobile industry.
Officially, the success of F 1 Shanghai Station will play a positive role in further enhancing Shanghai's popularity, establishing the image of an international metropolis and developing Shanghai's economy.
F 1 is not a blessing to Shanghai?
F 1, together with the World Cup and the Olympic Games, is called the three major sports in the world, which can improve the visibility of Shanghai, attract a large number of tourists and help boost its economic development. This statement is widely circulated in the government and the people, but economists have different views on it. Zhang Jun, director of China Economic Research Center of Fudan University, said in an interview with this reporter that China needs F 1, which does not mean that Shanghai needs F 1. Shanghai's choice of F 1 is not conducive to Shanghai's economic development, and the actual result of hosting F 1 is not a blessing for Shanghai.
"A large number of tourists flooded into Shanghai, the business of hotels and guesthouses was booming, and house prices soared, but the wedding brought to Shanghai during the F/KLOC-0 period was only a holiday economic phenomenon. What tourists change is only the combination of time and flow, and the significance in tourism may not be as great as we think. "
Talking about the city's popularity, Zhang Jun pointed out: "Isn't Shanghai's popularity high enough? How much can you add to Shanghai's already beautiful image by spending so much manpower and material resources and holding an F 1? "
In 1980s, the Shanghai Municipal Government proposed to develop a service-oriented economy, and planned to increase the proportion of service industry in Shanghai's GDP to 70% by the end of last century. However, according to the figures released by the Shanghai Municipal Development and Reform Commission in June this year, in 2003, the added value of Shanghai's service industry accounted for 48.4% of GDP, which was 2.6 percentage points lower than that of 5 1% in 2002. During the three years from 200 1 to 2003, the development speed of Shanghai's service industry has been slowing down. In addition, compared with Jiangsu and Zhejiang provinces, Shanghai's advantage of introducing foreign capital is also weakening, and the transformation from a manufacturing center to a service center will be the only way out for Shanghai. Zhang Jun pointed out: "Shanghai built in the planned economy era is a manufacturing center, but it should be a service industry that conforms to Shanghai's human capital and adapts to the development of Shanghai's productive forces, such as economy, finance, trade and shipping. Shanghai is currently in the process of transforming from manufacturing to service industry. To break the 30-year structural model of the planned economy era and rebuild Shanghai's basic economic structure, Shanghai will pay a huge price. At this time, it is very expensive to get a one-time investment like F 1.
But as far as F 1 is concerned, it should be related to tourism and other related industries. Isn't this in line with Shanghai's desire to develop the service industry? Zhang Jun believes that there is also a comparison between input and output.
In today's F 1 sub-races, only a few countries have specially built tracks for F 1, and most of the tracks, especially those in developed countries, use existing parks, urban roads or test sites for car companies. "There is no doubt that F 1 will definitely bring tourists and promote tourism. But what about our investment? 2.6 billion yuan is only the first investment. According to the official forecast, it will take 65,438+00 to 65,438+02 years for Shanghai Railway Station to recover its investment cost. We don't have a racing tradition, and we don't have our own brand events. Once the F 65,438+0 event leaves Shanghai seven years later (not impossible), who can guarantee to make money? Then what should we do with this huge racecourse? "
The local media in Shanghai have reported the promotion of racetrack to the surrounding real estate. The land price near the racecourse is said to have increased by 10 times. However, Zhang Jun believes that over-exploitation of land is harmful to the economy: "No economist will think that rising land prices is a good thing, and rising land prices will increase business costs. As a result, new land can only be continuously developed, but every city has boundaries and land is limited. The district government of a district in Shanghai once asked us.
Zhang Jun believes that the settlement of F 1 in Shanghai is not a pure market choice. "F 1 is a purely commercial event. I think it is inevitable that it will choose China, but it may play a more active role in small and medium-sized cities".
F 1 is hardly beneficial to China's automobile industry?
An automobile industry research expert in a university who asked not to be named told the reporter that F 1 has a significant impact on the automobile industry, but it is far-fetched to say that the F 1 Shanghai Station will promote the development of the automobile industry in China.
"Except for fans like me, almost no one from a university studying automobile or a China automobile manufacturer came to Shanghai to watch the game. F 1 is characterized by high fuel consumption and high pollution, which is related to the development direction of the automobile industry. Hey! ?
In the opinion of automobile experts, the existing characteristics of F 1 have been abandoned by the advanced automobile industry. "Although many technical designs of F 1 have been adopted by the public, from the development direction of the automobile industry-low energy consumption and environmental protection, F 1 has lost its favorable side."
It is not good for the whole automobile industry, and it is not helpful for the local automobile industry in China. "The automobile industry is actually at the end of the secondary industry. Therefore, don't think that the automobile industry represents a high-tech industry. The automobile industry is actually a big industry and a labor-intensive industry. It is inevitable that many big automobile companies in the world will set up factories in China. Because the labor cost in China is low, there is no shortage of technical talents. At present, the annual output of automobiles in China has exceeded 4 million. In the next few years, with the increasing investment of major manufacturers in China, China's automobile production will increase substantially. This trend obviously has nothing to do with F 1 settling in Shanghai. "
Of course, many R&D and technology centers will also be located in China, but automobile R&D, which represents the most advanced part of the automobile industry, such as electric and hybrid power, will still remain in developed countries, and this advanced technology is not seen in F 1 at present.
Automobile experts also pointed out that automobile movement affects the automobile industry in many ways, and the application of many cutting-edge technologies began with automobile movement at the earliest. However, whether F 1 can still represent the development direction of automobile industry, China has a natural defect, that is, there are no local automobile manufacturers involved in F 1, and it is impossible to use F 1 to do experiments for its own automobile industry. If F 1 has any positive impact on China's automobile industry, it should be that F 1 can stimulate China's audience more intuitively, which may be beneficial to China's automobile sales.
How sustainable is the ticket boom of F 1?
Although there are still some empty seats in some stands of Shanghai Racecourse, the total number of spectators should reach the figure of 6.5438+0.5 million announced by the organizing committee before the competition. However, how many viewers will come here next year?
As this year is the first performance of F 1 in Shanghai Station, the tickets for F 1 have become popular public relations props. In the most expensive stand area of the stadium, except for people from Taiwan, Hong Kong and Macao and foreign fans, most tickets purchased by domestic spectators are free. A friend of the reporter works in a sports bureau in a certain district of Shanghai, and the unit issued a grandstand ticket worth more than 3,000 yuan to ordinary employees like him. He told reporters that most of the squares in uniform in the stands are the same as him, either enterprises and units buy tickets as employee benefits, or companies buy them in large quantities for customers, and some units directly accept tickets for Shanghai Circuit.
According to FIA regulations, the ticket revenue of F 1 every race must be turned over to FIA (but according to Yu, deputy general manager of Shanghai Circuit Co., Ltd., the ticket revenue of Shanghai Station belongs to Shanghai). This time, many domestic enterprises and institutions contributed 300 million yuan in ticket revenue to Shanghai Railway Station. But this year's freshness has passed. Will ticket sales be so prosperous next year?
The audience in the main stand is mostly from China, while many real China fans are concentrated in the grass stand with the cheapest price. Under the scorching sun, these fans didn't complain too much. They just hope that the Shanghai Circuit will open the camping area next year.
Think of Shanghai Station as Suzuki Raceway in China?
When the F 1 racing car roared and galloped at high speed on the racetrack, this kind of stimulation will probably give birth to the first generation of fans in China who have experienced F 1 first hand. According to Shi Tian Shu, president of China Automobile Federation, China's motor racing will also benefit from this.
In an interview with this reporter, Shi Tianshu said that any country with developed motor racing cannot do without the mass base. "To have a mass base, we must cultivate people's interest in racing. The strong stimulation of F 1 will definitely make many China people, especially those who come to the scene, begin to like racing. "
Although the reporter found in the survey that the vast majority of China spectators who came to watch the games were amateurs of F 1 sports, teenage spectators were even less accustomed to the screams of racing cars. However, many viewers still showed great interest in F 1. In Shi Tianshu's view, domestic automobile sports already have many necessary conditions, such as the popularity of family cars in big cities and the arrangement of many domestic automobile races, but China automobile races have always lacked a powerful catalyst, and the arrival of F 1 just played this role.
Racing was originally a traditional sport in Europe and America, but Japan in Asia is also a world racing power. In addition to the developed automobile industry, Ishida believes that the F 1 held at Suzuki Circuit 20 years ago played a key role in the formation of racing fever in Japan. As far as motor racing in China is concerned, Shi Tianshu hopes that Shanghai Station can also play the role of Suzuki Circuit.
However, regardless of the comments of all parties, F 1 has already appeared in Shanghai Station with lightning speed, and the competition of F 1 Shanghai Station has also attracted the world's attention with its unique stage. Moreover, the "performance" has just begun, the stage will continue to expand, the number of participants will continue to increase, and opportunities will continue to increase. How to constantly improve yourself, meet challenges and seize opportunities in the next six years is of great significance to the booming Shanghai and even the whole country.